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Attacking the person instead of the argument is an ad hominem, and it isn't just an insult
An ad hominem is a rhetorical tactic that attacks the character, motives or background of the person making an argument rather than the argument itself. The Latin means argument directed at the person. A common version claims that a speaker's personal trait is repugnant, which goes off topic and leads the listener to assume the fact is wrong without any engagement with it. Poisoning the well is a related form that presents damaging information about someone to discredit everything they say. Not every ad hominem is a fallacy, though: arguing from an opponent's own commitments is a legitimate dialectical strategy. Ad hominem attacks were studied in ancient Greece and revived by John Locke in the 17th century.
The attack shifts attention from the claim to the speaker, so the listener may reject the claim because of who made it. This works because it sidesteps the actual evidence, even when the personal attack has nothing to do with whether the claim is true.
Ad hominem is one of the most common moves in public debate, which makes it a practical tool for spotting when a conversation has stopped addressing the substance. The distinction between insult and irrelevant attack matters, because a harsh remark can still be a fair point. James Madison argued that advice should be judged by its merit, not by who offered it.
From Wikipedia, the free encyclopedia · text CC BY-SA 4.0
Illustrative photo · Honoré Daumier (France, Marseilles, 1808-1879), Public domain, via Wikimedia Commons
